Brand & marketing strategy, UX design, and creative direction.
Brand & marketing strategy, UX design, and creative direction.
Integrated marketing strategy, creative direction, web design. 2021 Addy winner, Judge’s Choice.
Humanity & Inclusion (HI) is an INGO helping clear landmines from war torn areas around the world. A new U.S. affiliate needed to build awareness with a very modest budget. Our goal: design a strategy that could perform well during “peacetime”, and create a robust set of insights for future campaigns.
Warning, some of this is a bit graphic.
How do you cut through a doom scroll? We exploited “fast fashion” IG aesthetics, confronting viewers in their comfortable feeds. Wardrobe combined graphic imagery in the guise of trendy design, shaking people out of a superficial stupor, driving home the realities of global conflict.
Long after conflict ends, survivors deal with trauma for the rest of their lives. The POW concept showed war can be a prison long after it’s over. This creative was our “conservative” approach, aimed at building empathy in older audiences.
Its common sense to help those in need. Or it should be. We contrasted everyday sayings with the realities of conflict, highlighting a disconnect between a viewers comfort and those suffering from conflict. Bold type was chosen to interrupt a user’s photo-heavy feed.
And pro-tip: by illustrating the text, we bypass Meta’s limits on image word count.
Integrated tracking was essential to compile what worked across demos, interests and psychographics. 3 campaign concepts with tiered messaging, pushed across 3 channels and tiered to individual landing pages, gave us a system of 45 tests. Tweaking imagery, CTA’s and placements, we were able to reproduce a repeatable recipe for success.
The results? 16% CTR (no not 1.6, sixteen) and 800 conversions. $5K spend.